Irvington’s east‑side neighborhood will welcome a new retail destination on Small Business Saturday, November 28. Wild Aster, the sister store to Salt & Ash Market, will open its doors in the former Josephine’s clothing space, offering size‑inclusive apparel and accessories priced under $100.
Local entrepreneur expands into fashion
Ashton Boehman, 32, who founded the bath‑and‑body shop Salt & Ash Market in the Factory Arts District, announced the new boutique as a natural extension of her commitment to inclusive shopping. “I’m a plus‑sized person myself and I don’t often find cute, boutique apparel that really fits me,” Boehman said. “We can’t all be on Ozempic, we have to have clothes for fat people too,” she added with a smile.
Wild Aster will feature casual pieces such as sweaters, stretchy pants, and a selection of dresses for special occasions. Sizes will range from small to 3XL, and Boehman emphasized that the merchandise will be sourced from women‑owned brands, reinforcing her support for female entrepreneurs.
Community response and local partnerships
Eastside resident Chloe Whitis, 26, expressed enthusiasm for the new store. “There are not a lot of options for plus‑size fashion in brick‑and‑mortar, so I am very excited for it,” she said.
The boutique will also showcase locally made accessories from Indianapolis designers like A Knot That Binds and Rose and Frankie Jewelry, further rooting the shop in the community’s creative economy.
Revitalizing a historic space
The storefront previously housed Josephine’s, a local clothing shop that closed after a tragic robbery in December that claimed the life of a 68‑year‑old employee. Boehman acknowledges the loss and hopes Wild Aster can bring “some positive energy into that space,” honoring the memory of the former boutique while providing a fresh shopping experience.
Local business owner Adam Hampton of Hampton & Co. welcomed the addition, noting the recent surge of new enterprises in Irvington, including Neon Veil at Paul’s, Sycamore Sewing Co., and a pet‑supplies shop. “I am most looking forward to collaborating with the businesses on our annual events,” Hampton said.
Location and hours
Wild Aster will be situated on East Washington Street, a walkable corridor that benefits from the ongoing construction of IndyGo’s Blue Line. Boehman highlighted the neighborhood’s “small‑town vibe” despite being part of a larger city, and she hopes the boutique will become a stop for pedestrians exploring the area.
The store will operate Wednesday through Sunday, 11 a.m. to 6 p.m., and is seeking a retail sales associate. Interested applicants should email a resume and cover letter to [email protected].
Supporting local entrepreneurship
Laura Lea Sweney, owner of the Irvington Wellness Center, praised the venture: “We’re so excited to have another Irvington business, owned by a woman, who is authentic and thoughtful and holding true to our roots.” Wild Aster’s opening reflects a broader trend of small‑business growth in Indianapolis, offering residents more diverse shopping options while reinforcing the community’s commitment to family‑friendly, faith‑centered values.
Original reporting: Mirror Indy — read the source article.
